Search engines such as Google aim to give you exactly what you are searching for, first time, every time. Of course, they don’t hit that mark all that often - essentially because they have to interpret what you give them to look for, read your mind, and present a list of matches. They are generally good at it, but the vagaries of human nature are difficult to deal with!
Aside from that, one of the factors that gets considered is where you are and where the potential matches to your search are. When you are seeking general knowledge, it probably doesn’t matter too much where the answer comes from - even then, like as not you’ll prefer it not only in your own language, but also from your own general region. No point look up a legal point using laws from the wrong country, for example.
In particular, when you search for a product or service from a supplier of some sort, search engines will prioritise ‘local’. So much can be purchased online, yet still there is a tendency and a preference to support your own country, your own immediate vicinity, all things being equal.
So for you, this means that if you are there to be found, you are likely to be given a boost over more distant competitors or equivalents.
Which leads to the question - what you can you do to demonstrate your localness?
Well, here we have some tips to help you do just that!
Set Up Your Google My Business Page
Search for your business or organisation name in Google, and see what comes up. You’re looking for a box all about you, often over on the right like this;
You probably already have one, if you’ve been online for a while. Even if you didn’t deliberately create it, Google will have put one together. You’ll just need to claim it. If there isn’t one, go to business.google.com/create and run through the process of creating a new listing.
Whether you already own a Google My Business listing, have claimed an automatic one, or manually created a new one, you’ll want to fill it out as much as possible. Google make this relatively easy and will even prompt you for the important details. Add locations, hours, photos, videos, locations, etc. etc. All good info for a search engine to use when matching you up to searchers.
Always Be Seeking Reviews
Another fabulously effective thing you can do is grow your reviews. Principally Google and Facebook, but there are many other places too - Amazon and eBay if you sell there, Yelp, Word-of-Mouth, TripAdvisor etc. Wherever makes sense for your industry.
Now you’re not supposed to actively solicit reviews, they are supposed to be freely given and voluntary. It doesn’t hurt to drop strong hints though 😀
- Include a card with their purchase - A useful strategy for in-person businesses is to hand customers a card at the point of sale or when the job has been completed. Ask if they would take the time to leave a review about their experience with the product or service, or if they have any general feedback. This is an excellent way to get more reviews and get feedback from customer.
- Include a message on your invoice -If you want to encourage your customer to provide feedback, include a message on the invoice. You can explain that asking for a review is a great way to help others know what to expect when they come in for service. Including a link with the instructions on how to leave a review is a smart way to promote it and gain reviews.
- Signage - A reliable way to encourage customers to leave reviews is through signage situated around the store. For example, you can use signage on your website or at the checkout. If you have a retail store, you might even hang it by the entrance!
- Conversation - Conversation is a great way to get a review. If possible, talk to your customers in person, on the phone, or through a live chat. This will help you make a connection with them and motivate them to share their feedback with you. It doesn’t hurt to ask!
There are several online services available that help you collect, post and display reviews. At Winch Websites, we’re particularly fond of Endorsal - we can setup general-purpose review forms, or we can create customised forms already filled in with a client’s details to send at the completion of a project. Either way, the review is posted to our website (ssshh - they only display if 4 stars or more 😀). It will pull in any reviews posted to Facebook and Google too. You can see our review form at feedback.winchwebsites.com.au. If you’re interested, we can manage the same thing for you too - get in touch to find out more.
